ABSTRACT

The research brought to the limelight the relative preferences of radio stations and programs amongst youths in the Department of Journalism and Mass Communication was used as a case study with a sample size of 211 respondents. The findings of this study have been discussed in details and the findings have proven that despite the presence of the social media youths still listen to radio and are satisfied by their station and program preferences. The studies also found out that majority of youths who listen to radio derive more satisfaction from entertainment programs than informative and educative programs.

CHAPTER ONE

INTRODUCTION

1.0 Introduction

In this chapter, we will be looking at the background of the study, the problem statement of the research, the research objective and questions, hypothesis, significance of the study, scope of the study, definition of major concepts and chapter conclusion.

1.1 Background to the Study

Mass media are tools for the transfer of information, concepts and ideas to both the general public and a targeted audience. The mass media as an agent of socialization and mobilization has a greater influence on the youths as it directly affects their cultural, moral, religious values and beliefs.

The radio has been defined as a medium of communication which allows for transmission of spoken words, music, and other signals through waves to areas within its broadcasting radius. The waves enable the transmission of communication signals that send information in form of radio messages which creates a visual effect in the mind of the listener (Emma, 2007).

The radio in our society has over the years provided and keeps providing an available channel for communication to the masses as well as informing, entertaining and mobilizing individuals across different age groups, sex and other social standards. Nwabueze (2007, p.65) believes that “the radio is the most effective, popular and credible medium of reaching a large and heterogeneous audience”.  From the time of its existence in the 1920s, the radio has witnessed the improvement of technology and the entry of new forms of mass communication like the television and social media. Many scholars wonder how this non-visual system of communication is able to withstand this competition and still manage to mobilize people. Ottah (2015) seeks to explain this as he states that “radio creates a form of intimacy between the listener and the presenter and this is because of the emergence of technology such as phones facebook, twitter, which has enabled radio to be a two-way system of communication unlike in the past when it was one way”.

Despite the presences of these other forms of mass media, radio communication has continued to grow globally as statistics from the (World Factbook, 2010) states that there are about 44,000 radio stations worldwide. This assertion is backed up by (UNESCO Institute for Statistics, 2011) who indicated that the radio counts for 86% of the total listenership time globally. 25 out of 51 countries have radio channels available on combined platforms; while 13% are available on cable only and 8% on satellite only UNESCO Institute for Statistics (UIS, 2011)

The radio is the most reliable channel for distributing news, information and entertainment in the Philippines’ rural interior, where mountains often get in the way of television (TV) signals. According to the National Commission on Culture and Arts, radio reaches 85% of households in the country, whereas television reaches just under 60% (Infoasaid, 2012, p.13)

Also, according to (Intermedia, 2011.Tanzania Audience Scapes Website, p.24), radio in Tanzania has become more interactive overtime with more radio call in shows to encourage participation. While 76% of radio listeners listen to radio call in shows only 5% had actually called-in in the last 12 months. 83% of Tanzanians say they get their news from the radio making it the leader of both media and non-media sources (Intermedia, 2011.Tanzania Audience Scape Website, p.31).

Radio is the most accessible and used medium in Zambia. Access to radio and television in urban areas is about equal (85% for radio and 79% for television) while in the rural area the difference is more significant (68% for radio and 26% for television.) (Intermedia, 2011.  Mass Media in Zambia, p. 12).

Listeners use radio in different ways as compared to other forms of media. Listeners use radio for various reasons one of which is for emotional or psychological support and the results will determine to a large extent the attitude listeners would have towards certain radio programmes. People listen to radio to be informed, entertained and educated amongst others.

It is therefore no argument that the radio serves as a means of communication. The radio is generally out to encourage its listeners to be informed, keep the listeners entertained, interactive through call-in radio programs and also generally broadens the knowhow of the listeners intellectually and morally.

This research seeks to examine if youths listen to radio, how often they listen to the radio and what kind of programs they listen to.

1.2 Statement of the Problem

Radio broadcasting has grown greatly in Cameroon and in Buea precisely. In the buea municipality alone there are about 10 radio stations which include Radio Bonakanda, Dream FM, CBS Radio, Revival Gospel Radio, Mount Cameroon FM, CRTV Buea, MediaAfrique Radio, and Chariot FM among others.

People listen to the radio for different purposes and in different ways. This means that people prefer particular radio stations over others or a certain radio program over others. There are various factors that influence how, when, and why people listen to radio. As popular as radio stations have come to be there is therefore a need to establish a listening pattern and to know how beneficial their programs are to youths. This is because the effectiveness of a radio station and its programs can only be judged by its users on how, why and when they use it. The lack of studies on this subject matter is the research problem which the researcher seeks to address by studying radio listenership amongst youths in the Department of Journalism and Mass Communications, in the University of Buea.

1.3 Research Questions

This study will seek to answer the following questions

RQ1. What type of radio programs do youths listen to?

RQ2. Which radio station do youths like?

RQ3. How do preferred radio programs satisfy the youths?

1.4 Research Objectives

• To know how often the youths listen to radio.
• To examine the choice of radio programs and stations that interest the youths.
• To find out the satisfaction youths derive from listening to radio programs.